Which video commerce analytics should we care about?

I suggested in Part I of this metrics series the most important video commerce analytics depend on your role in the organization. Below, I’ve broken out those metrics by role.

I’m certain this list isn’t exhaustive. I’m also certain there are going to be some disagreements about the metrics suggested here. If you have different ideas about metrics you feel should be included, or if you feel some of the metrics proposed here aren’t that important, are insufficient, shouldn’t be used, aren’t explained well, or are headed in the wrong direction, please add those thoughts in the comments section. Thank you and Happy Selling!

Costs (overall) – all of the costs required to sustain the video commerce program including hard costs for planning, production, management, and technology, and possibly soft costs (usually opportunity costs or salary costs).

Revenue (by channel) – a summary of video revenue by channel, used to identify where video is adding the most to the top line.

Clickthrough (by brand, category) – to determine which on-site videos on brand and category pages are most effective at driving traffic to product pages

Video links (by brand, category) – to determine which links within on-site merchandising videos are most effective at driving traffic to product pages

Average view time (by product, brand, category) – used to assess the relative interest in one product video, brand video, or category video relative to another product video, brand video, or category video

Attentiveness (by product, brand, category) – used to assess how engaging videos are relative to other videos and where in a video attention drops off

Social Media/Emerging Channels:

Attention (by URL, channel) – used to determine which specific web pages and channels have the most engaged audiences

Total view time (by URL, channel) – used to determine which web destinations create the most demand for video consumption

Plays (by URL, channel) – used to determine how often video plays are initiated on different web pages (e.g. to identify influencers in a social network)

Video origin (by channel) – used to determine if self-produced, supplier-produced, or customer-produced videos are more commonly shared in emerging channels

Comments

comments

Justin Foster

Justin is Co-Founder and VP Market Development of RealTime Email at Liveclicker. Prior to Liveclicker, Justin led the services practice for WhatCounts, Inc., an email marketing services provider, where he was responsible for client strategy and deliverability. He also founded the Email Marketing Roundtable, an industry discussion forum that represents over 1,500 email marketers worldwide including the majority of the largest online retailers in North America.